Internet Banking usage among a specific bank's clients; What are the underlying reasons behind the low internet banking adoption rate
Internet banking brings many advantages to banks as well as its clients. Due to this reason, it is of great importance to a bank that their clients use their internet banking. This thesis analysed the reasons for adoption or non-adoption of internet banking for a specific retail bank.
Nanzer Natascha, 2020
Bachelor Thesis, Bank EEK AG
Betreuende Dozierende: Anya Nikoulina
Keywords: Retail Banking, Internet Banking Adoption, Technology Acceptance, Consumer Behavior
The corresponding bank has with approximately 26% a relatively low number of internet banking users among their clients. The thesis aimed to find the underlying reasons for this circumstance in order to create a basis for the introduction of effective measures to increase this adoption share.
The analysis was done in two steps. The first step was a qualitative approach containing an in-depth literature review on the topics of internet banking, technology acceptance and internet banking adoption. In a second step a quantitative approach by the use of a questionnaire was conducted. The survey was developed in order to test the findings of the qualitative research on the clients of the bank. The questionnaire contained sections that were only to answer by users or by non-users. Further there were questions that were answered by all clients in order to create a basis for comparison.
One reason for the lower adoption rate compared to the Swiss average was found in the age structure. The bank’s clients have an average age of over 50 years, and it was found that the probability of internet banking adoption decreases with increasing age. The influence factors that seem to influence the adoption decision among the bank’s clients most, were found to be perceived risk as well as perceived usefulness. Non-users have, compared to users, a strong negative view about the security of internet banking as well as a negative overall perception. Also, while users see big advantages in using internet banking, non-users do not seem to be convinced. As those factors were found to be the most influential the bank is recommended to introduce measures concerning these factors. In order to convince the non-users of the usefulness of internet banking it would make sense to focus on the functionalities, checking the account balance as well as doing transaction. This recommendation is based on the fact, that those two functionalities were chosen to be the most advantageous from users as well as from non-users.
Studiengang: Business Administration International Management (Bachelor)
Fachbereich der Arbeit: Accounting, Banking, Controlling and Finance